Welcome to my online CV

Serena Ferrari

Digital events strategist | Social media specialist | AR evangelist

WELCOME TO MY ONLINE CV

Thank you for viewing my website, this is a journey into what makes my professional profile unique. I am a digital events strategist and social media specialist. In this page, you can read about my core competences, my approach to event planning and to digital media.

If you prefer to skim through a classic linear CV, jump into the section “Career Experience” or download a copy. In the “Gallery” section, you can watch videos and images of selected works. Don’t forget to download my free guide “Augmented Reality for live and virtual events and exhibitions", it’s packed with information and inspirational ideas.

Again, thank you for taking the time to explore my website. I hope you enjoy it!

ABOUT ME..

I work as a Digital event strategist and social media specialist, and provide strategic oversight to the implementation of digital and hybrid events and augmented reality solutions to attract and inspire existing and prospective customers, whilst satisfying organisational goals.
My approach is an intersection between creativity and technology. My background is rooted in over ten years of International experience ranging from large multimedia events to B2B International conferences, exhibitions to banquette dinners and incentive travel.
I am currently living in the UK with my beautiful Persian cat and hold Italian/British dual citizenship.
Get in touch with me if you want to know more about the opportunities offered by the integration of virtual & hybrid events, Augmented Reality and social media into your event strategy.

KEY SKILLS

STRATEGIC EVENT PLANNING

Before planning, I undertake pre-event research to define the goals of an event and formulate viable options. First, I analyse past data and assess the external environment and internal competitive advantages.
I then profile the target audience and benchmark competitors. Once I have established clear objectives, I review the engagement strategy and technology requirements. Finally, I look for potential additional revenue streams and ways to monetise the digital or hybrid event. I then produce a document for the client which briefly summarises the outcomes in the form of a Project Charter or a Business Plan.

HOW I CREATE AN INTEGRATED EVENT EXPERIENCE

I start the process by aligning business goals to the objectives of an event and planning with the end in mind, envisioning what I want the target audience to have achieved once the experience is over. I then look at what types of content appeals to the segments of participants in a virtual environment, and on social media. If the initial research has been completed accurately, mapping the customer journey for the online/ offline experience becomes a creative exercise. The virtual event, for example, can take the shape of a multi-hub interactive event, a podcast, a virtual exhibition, an online webinar, a hybrid conference, or a mix of multiple formats. The opportunities are endless.

MY GOLDEN RULE IS TO NEVER OVERLOOK DATA ANALYSIS

One of the most ground-breaking benefits that digital events can offer is the significant amount of data and insights on attendees’ behaviour. While web analytics focus on static measures, digital events can move up the value chain. For example, I can track what catches attendees' attention, or who has visited sponsors' banners or exhibitors' booths, or clicked to a document or adv. The rich data can help me to better understand the target audience and collect invaluable insights to measure what content has been consumed and assess ROI and ROO.

WHY MY STRATEGY FOCUS ON INTEGRATING SOCIAL MEDIA & AND VIRTUAL EVENTS

Digital & hybrid events, social media and content marketing are intertwined. Digital events allow the marketer to build a content strategy that fuels the social media marketing plan. Social media, in return, fosters the creation of like-minded communities. Integrating digital media and hybrid/virtual events can boost audience engagement, brand awareness, nurture sales leads and connect with prospects worldwide.

THE MANY OPPORTUNITIES OFFERED BY DIGITAL EVENTS

Virtual presentations offer a myriad of opportunities compared to in-person presentations. At virtual events it is possible to support the verbal delivery of information with videos, graphic animation, audio, text, and even Augmented Reality.
Furthermore, virtual platforms can provide many interactive tools such as gamification, live Q&A, chats, simultaneous translation, channels for private chats to engage in one-to-one, one-to-many or many-to-many conversations.

TRANSFORMING AN EVENT INTO AN ONLINE EXPERIENCE

To transform an event into an online experience you must rely on experienced digital suppliers. When it comes to choosing the right one, I recommend selecting a company with a streaming production background. They know the many implications of online streaming, content creation & capture, platform matchmaking, and platform configuration. Making the right choice is the key to deliver a memorable online experience.

DIGITAL EVENT STRATEGIST, DES

This certificate was issued by the Digital Experience Institute, part of the American Professional Conference Meeting Association (PCMA), www.pcma.org

MASTER'S DEGREE IN EVENTS MANAGEMENT, MSc

The Leeds Beckett University master’s degree comprised six modules and master's project research. Creativity & Innovation, Strategic Management, Human Resources, Operation & Quality Management, Experiential Marketing, Business Research Methodology.

MY BLOG SITE

The blog site is about digital event technologies and multimedia events. It also includes my academic research on the added value of Augmented Reality at events.

Serena Ferrari

Digital events strategist | Social media specialist | AR evangelist